The step-by-step guide to applying an ABM strategy to your company
Posted: Sun Jan 19, 2025 10:22 am
Once you’ve defined your goals, your marketing and sales teams can come together to create and deliver personalized campaigns through the right channels. Here are the steps you need to follow in this process:
Discover and define qualified leads : Use all the data you can to identify and prioritize high-value leads. Consider revenue potential, as well as other factors such as market influence, likelihood of repeat betting email list purchase, and potential for higher-than-average profit margins .
map leads and identify key internal stakeholders : identify how leads are structured, how decisions are made, and who the decision makers and influencers are;
define personalized content and messaging : think about how your messaging and content can address the target account’s specific pain points;
Determine the ideal channels : Communicate with your audience on the channels they use, including web, mobile, and email. Consider which channels will be most effective for the functions;
Run targeted and coordinated campaigns : It’s crucial to coordinate your campaigns across channels and align the efforts of your marketing and sales teams to achieve maximum impact. Modern technology allows marketers to execute ABM campaigns on a larger scale;
Measure and optimize : Make sure you test, measure, and optimize your ABM marketing campaigns to ensure they are effective and that results will improve. Be sure to analyze individual campaign results, as well as account-level and aggregated trends, to get a more accurate picture.
Examples of Account-Based Marketing in practice
Your approach will depend on the specific attributes of your specific account, your segments, and your relevant marketing channels . The segments you choose to target for your ABM programs will be those that can deliver the most value. Here are some real-world examples of how B2B marketers can use this strategy:
Events
In-person events have always been one of the most successful opportunities for sales teams to persuade decision-makers. An ABM approach to events can include personalized invitations to prospects from target accounts, special VIP dinners, customized gifts, giveaways, and personalized follow-up after the event .
Discover and define qualified leads : Use all the data you can to identify and prioritize high-value leads. Consider revenue potential, as well as other factors such as market influence, likelihood of repeat betting email list purchase, and potential for higher-than-average profit margins .
map leads and identify key internal stakeholders : identify how leads are structured, how decisions are made, and who the decision makers and influencers are;
define personalized content and messaging : think about how your messaging and content can address the target account’s specific pain points;
Determine the ideal channels : Communicate with your audience on the channels they use, including web, mobile, and email. Consider which channels will be most effective for the functions;
Run targeted and coordinated campaigns : It’s crucial to coordinate your campaigns across channels and align the efforts of your marketing and sales teams to achieve maximum impact. Modern technology allows marketers to execute ABM campaigns on a larger scale;
Measure and optimize : Make sure you test, measure, and optimize your ABM marketing campaigns to ensure they are effective and that results will improve. Be sure to analyze individual campaign results, as well as account-level and aggregated trends, to get a more accurate picture.
Examples of Account-Based Marketing in practice
Your approach will depend on the specific attributes of your specific account, your segments, and your relevant marketing channels . The segments you choose to target for your ABM programs will be those that can deliver the most value. Here are some real-world examples of how B2B marketers can use this strategy:
Events
In-person events have always been one of the most successful opportunities for sales teams to persuade decision-makers. An ABM approach to events can include personalized invitations to prospects from target accounts, special VIP dinners, customized gifts, giveaways, and personalized follow-up after the event .